MCS 3620 Chapter Notes - Chapter 8: Gift Card, Customer Relationship Management, Sales Promotion

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Bharat Sud

Document Summary

Sales promotion: an activity that provides incentives to bring about immediate response from customers, distributors and an organization"s sales force. Three distinct groups are considered when planning sales promotion strategies: 1. The consumer or final user must be motivated to take advantage of the offer: 2. The distributor (reseller of goods) must be motivated to support the offer by providing merchandising support: 3. The company"s sales force must be motivated to sel the promotion to its trade customers. Because the intent of a promotion is to provide some added excitement to the product, an organization"s sales representatives must present it ethusiastically to the trade distributors. Consumer promotions: incentives offered to consumers to stimulate purchases or encourage loyalty. For example: coupons, free samples, contests, rebates, price incentives and reward programs. Pull: demand created by directing promotional activities at consumers or final users, who in turn pressure retailers to supply the product or service.